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Topic: Copywriting

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This question has been answered, and points have been awarded.

Tagline/slogan Help For New Financial Brand

Posted by memclellan on 125 Points
I'm working with a company to develop a new online brand that helps consumers with their financial needs in the forms of loans, mortgages, auto loans, etc.

They came up with a brand and website before I started working with them and upon review I found that they've used the same tagline/slogan on many of their smaller brands/website and it's becoming repetitive. I've given a few options but am getting push back to use the "same old stuff". Need to get some new creative on the table this week or we're going to market with a half-unique program.

It's about helping consumers get information on financial options and financial company reviews. We're trying to help the consumer feel comfortable and trust who they work with by using our service as information/referral tool. So I was thinking things like...

Funds when you need, who you need it
Who you can trust for your lending solutions
Your personal source for lending solutions

But all have been kind of knocked down. Need some other ideas?

  • Posted by mgoodman on Accepted
    On what grounds are they being "knocked down?" What criteria are being used to determine what's good and what's not? If they are set on keeping the old/generic tagline, and everything else is unacceptable, then there is no sense trying to come up with a new tagline. You already know it is not acceptable.

    The process ought to start with identifying the primary target audience, its needs, and what is most important for them. Why should that target audience choose this company? How are they different from competitors? Etc.

    It sounds like you are at the eleventh hour on this project, so maybe this isn't an issue on which you want to fall on your sword.
  • Posted by Jay Hamilton-Roth on Accepted
    If your client is content with status quo, and they're not interested in something new, then why fight a losing battle? Repetitive isn't a problem if it's working for their marketing needs...
  • Posted by eugene on Accepted
    If the old / generic tagline communicates their brand or value or reflects a commitment to their target audience, then it would make sense for them to keep it or not deviate too much. Do they want to send a consistent message? Are they trying to achieve a specific purpose with the generic / old tagline?

    Unless you understand their real motivation or purpose, it's not going to be very effective...

    Good luck though...
  • Posted by Mike Steffes on Member
    "Just Do It"

    Lots of people would consider that repetitive.
  • Posted by memclellan on Author
    They have used these taglines in association with their other financial service website/brands they run, but they were all niche and targeted smaller targetd audience - they are wanting something different for this new one since it's larger/broader audience base, but then seem to wall-up when I make some proposals. Maybe I'm fighting a battle that's not capable of winning.
  • Posted by Mike Steffes on Accepted
    Your Guide to Financial Companies You Can Trust
    Guiding You to Lending Solutions You Can Trust
    Your Guide to Trusted Sources of Funds
  • Posted by tbt19901508 on Member
    Repetitive isn't a problem if it's working for their marketing needs...
  • Posted by Shelley Ryan on Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs

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